How A ‘Better’ Brand Did A Deal With Disney.
Nov. 25, 2024 at 12:17 PM
Bella Hughes and Semira Nikou are the co-founders of sour candy startup Better Sour. Launched in 2023, the certified women-owned brand markets low-sugar gummies made with globally-inspired tart fruit flavors. Better Sour products will be available in over 3,000 retail locations, including Sprouts and Publix stores, by the end of 2024.
The brand recently introduced a new Passionfruit flavor that was developed in collaboration with Disney to celebrate the release of its highly anticipated animated film, Moana 2. The package features the movie logo and its lead characters as well as a refreshed look for the Better Sour brand.
In the following interview, Bella and Semira talk about their backstory as friends and founders and the genesis of Better Sour, the brand’s growth strategy and how it’s positioned to appeal to modern consumers. They also discuss the company’s partnership with Disney and how they prepared for the rollout of the new flavor and how they are maintaining Better Sour’s focus and trajectory amid a wave of new opportunities for the brand.
